In this interactive session, Nicholas Zeisler will delve into fundamental questions about VoC, and will explore why you’re doing VoC in the first place, how you can do it better, and what that means when it comes to acquiring and analyzing customer insights!

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Why are
we doing
Why are
we doing
Why do we
care about

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Surveys
Contact Center
Interviews
Walk in Customer Shoes
Etc. ...

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There’s (traditional) :
• NPS:
• 75 = “Yay! You’re awesome!”
• -45 = “Yeah, well, you kinda suck.”
• 15 = “Well, sure you’re doing okay, not too bad...”
• C-SAT:
• 5 = “Okay, not very good at all. Crap, really.”
• 55 = “Room for improvement, but right in there.”
• 85 = “Whoa, quite good... Keep, um, ‘it’ up!”

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KPIs; oy, the KPIs:
-100
-80
-60
-40
-20
0
20
40
60
80
100
0
10
20
30
40
50
60
70
80
90
100
Jan Feb Mar Apr May Jun Jul Aug
VoC
C-SAT NPS
Manage this, Smart Guy!

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Then there’s ...
• “VoC” is one thing...
• It may even be ‘useful’
• But it’s not “useable”
• Strive instead:
• Customer Insights
• Based on WHY

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Ah, yes.... “Why?”
• What, Who, When, How, etc...
• But, Start With “Why?”
• Purpose for deriving Customer Insights:
• Develop a roadmap for taking action
• Should drive all the other ‘logistics’
• Method, Frequency
• Questions
• Formatting... Etc...
• And... Whether you should ask at all...

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Pro-tip:
• Replace “ ” with “ ”
• Main emphasis should be:
• Predicate Insights work on action to be taken
• Search for gaps in Brand Delivery
• Now you’re seeking guidance for your CX actions
• “Where are my Brand Alignment Gaps?”

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“Where are my Brand Alignment Gaps?”
Surveys
Contact Center
Interviews
Walk in Customer Shoes
Etc. ...

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Exercise: Hot Seat
• Survey, Interview, etc...
• Any format (rank, rate, yes/no, choice, open text...)
• Allowed any question
• ...Based on Brand Promise

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